trendSCAN - January 2020

trendSCAN January 2020


Regular followers of trendSCAN© may recall that the January version is most often devoted to trend projections identified and released by well-known experts in the world of trends.  This year will follow the same approach.Regular followers of trendSCAN© may recall that the January version is most often devoted to trend projections identified and released by well-known experts in the world of trends.  This year will follow the same approach.

Since some companies create a lengthy list of trends, the focus will be upon those which appear to have impact or influence upon our field.  An  asterisk * will so designate those trends.

Trends included in this issue:

  • Takeaways
  • Gentle Reminders
  • JWT – The Future 100 for 2020
  • Pinterest – 100 Trends for 2020



Takeaways, a set of quick comments or questions as to how a particular trend or innovation potentially impacts parks and recreation.  It is featured right at the beginning of every trendSCAN so that readers and innovators can quickly identify trends and ideas and then move on to added insight identified in the body of information. 

Rarely have there been instances when the trends listed in a version of trendSCAN so clearly point to implications for parks and recreation.  However, this is one of those times.  The two overwhelmingly common trends are Wellness and Sustainability both of which lead to a myriad of opportunities for our field along with others.Rarely have there been instances when the trends listed in a version of trendSCAN so clearly point to implications for parks and recreation.  However, this is one of those times.  The two overwhelmingly common trends are Wellness and Sustainability both of which lead to a myriad of opportunities for our field along with others.

Consider the following:

Well Being.  Note the term health is not being used here because people perceive ‘being well’ more broadly.  JW Trends #30, 74, 75, 81, and 83 which include healing festivals, health concierges and wellness architects are few such examples.  The importance of this trend is augmented as one of Pinterest’s major categories is Finding Balance.

Some suggestions include:

  • Wellness is shifting from the pampering of massages and facials or hard-core fitness classes to actions and activities that are focused more on individual, self-improvement, i.e. self-journaling and making baby food at home.  Such new activities lend themselves to workshops from outside experts coming into your program realm.
  • Next time you have a community event consider designating an entire section on “being well” and invite local providers to set up booths.
  • Train a few members of your staff to be wellness concierges which would include a critical emphasis on finding fun choices to pursue in their free time. It’s that leisure facilitation approach cited again.
  • Take a look at your offices and facilities and see if there are any of the 7 wellness aspects cited in WELL Hospitality, trend 30, that could be applied.
  • If you are planning on renovating an existing facility or constructing a new one those same elements plus revealing searches in Pinterest should be considered.
  • Rework some of the aspects of your offerings to include components of well-being and do the same for promotional messaging.

Sustainability of the Planet.  According to USA Today, there is wide support for making changes to save the planet, 78% overall.  Parks and recreation is or should be a major component of this effort with your contributions promoted widely.  The trends listed in JWT include many such references such as #21, 26, and 38.  Pinterest has two categories incorporating this preference, Conscious Consumption and Responsible Travel.

Some takeaways include:

  • Make a concerted effort to make your agency and services “biocontributive” as cited in JWT #21 which means that you go beyond just being environmentally friendly to contributing to the environment.  Many departments like do so with recycling of Christmas trees to mulch that can be reused but we can expand these opportunities and remind the public of your efforts.
  • Closed or Resting Spaces.  This often relates to out-of-door spaces but when you need to close an area or facility be sure to specifically let people know the sustainability of such efforts.
  • Consider holding a community swap where residents can trade or sell for reasonable prices gardening tools, recreation equipment, etc.

Gender/Marital Status.  Review your registration forms and promotional materials and make changes on the basis of the necessity for asking gender or marital status.

A subset of this category is the growing group of singles of all ages but particularly young adults and older people.  Can’t forget the health impact of loneliness.

Time.  Now here is a trend with conflicting challenges.  It appears that our collective attention span and patience for certain things we consider useless or unnecessary is at an end.  Why have commercials interrupting entertainment or waiting in line?  On the other hand, people are looking to slowdown and breathe and live more peacefully.

Some of the JWT trends that reflect this shift include #5, 15, 24, and 83.

  • Check out anything annoying or repetitive with interactions including registrations or memberships with your operation.
  • Look for or designate a ‘take a break’ room, area, or space within your parks and facilities and give people the opportunity for some quiet down time.

Emerging/Evolving Models – CHANGE

Most issues of trendSCAN include a section Emerging/Evolving Models that features services or organizations that have made a fairly concerted effort to retain their market position but alter their approach in a fairly significant to position themselves for the future.  Recall the new medical subscription models, in fact several of them or how abandoned shopping centers are making big changes to survive.  

Within these two sources, JWT and Pinterest, there are indicators suggesting those same types of shifts.  For instance,

  • Wellness is shifting from the pampering of massages and facials or hard-core fitness classes to actions and activities that are focused more on individual, self-improvement, i.e. self-journaling and making baby food at home.  Such new activities lend themselves to workshops from outside experts coming into your program realm.
  • The Challenge of Getting People out of the House.  We are in an era of renewed ‘cocooning’ especially with fears around safety and the greater affordability for some technologies and personalization of entertainment.  There are even agencies that are holding egame competitions on site as a method to get young people out of the house socializing with others.
  • The ‘pampered pet” category within Pinterest may have been around for a while but now cats are playing as important a role as previously held by dogs and soon venues outside the home will need to make even greater accommodations.
  • The “Call of the Wild” trend within Pinterest suggest that it is no longer enough for people to be in nature but they want to experience it more fully.  All good for parks and recreation.  If you can offer a complete equipment rental package and leadership for a day trip of fishing you are sure to capture people and families new to the activity.

Gentle Reminders

Just  few stats/factors/examples that may serve as reminders as you read this set of trends

  • A new joint study by the Centers for Disease Control and state health departments reports that more than 15% of American adults had NO leisure-time physical activity in the past 30 days of the survey.  That doesn’t mean mountain climbing or running marathons, but it includes even the more leisurely and less strenuous pursuits such as gardening and golf.
  • One in five Americans indicate that they rarely or never feel close to people (Cigna U.S. Loneliness Index).
  • According to the most recent Economic Poverty Report. The poverty level for children is back to its 2000 level as 18.4% with 13% of children live in areas of concentrated poverty.
  • Newly released report from the National Recreation and Park Association (NRPA) reveals that more than 9 in 10 people agree parks and recreation is an important local government service and nearly 93% of those surveyed believe it is important to protect natural resources, including fresh air and clean water, through the acquisition and maintenance of local parks, trails and green spaces.
  • Millennials may fill many of the gyms and exercise classes across the county and are likely behind the popularity of avocado toast, but their health does not reflect those factors.  According to a new Moody’s Analytics Report prepared for the Blue Cross and Blue Shield Association, the health of the nearly 73 million millennials is declining.
  • Only 20%.  Since children spend approximately 20% of their time in formal schooling that likely means that there are other hours, they spend un-supervised or at play.  Make a renewed effort in providing not only safety but games and activities that inherently hold the potential for acquiring important life-time skills during the out-of-school hours. (Sarasota Herald Tribune)
  • U.S. Esports Spending.  According to Pricewaterhouse, esports in the United States including spending by consumers and advertisers, media rights and sponsorship revenues is anticipated to reach $516 million by 2030 from the 2018 spending of $221.6 million.
  • Stress Higher than Ever.  Stress in the United States is at one of its highest points ever. According to a report by the American Psychological Association, over 60% of Americans are stressed about the future and money. In addition, 61% of Americans are also stressed about their work.


JWT 100 Trends for 2020

JWT was one of the most successful ad agencies in the country. It has been transformed into JWT Intelligence tracking trends of importance to commerce and society and it is now known as Wunderman Thompson. The Future 100 has been featured regularly in either the December or January trends issues for a number of years now.

They segment their 100 identified trends into 10 categories  and then cites 10 specific factors that reflect future direction for those industries.  Here’s an overview of those major categories with specific trends that have the most potential for parks and recreation.

Please Note:  The 200+ pages of Future 100 can be downloaded at no cost at Future100_2020.pdf and it is recommended that the reader requiring greater insight access this full document.

Culture.  (Trends 1 – 10)

  • *Optimistic Futures. (01)  This has been a time of unease and upheaval creating concerns for people in all aspects of their lives.  Enter the ‘optimistic future’ as brands and companies take a positive approach to the future and invite people to move beyond doom and gloom. One example is the “Rebuild the World” campaign from Lego as they challenge people to move forward in a positive way. Pantene, the color people, have introduced bright, vibrant colors for use in the new year.
  • *Female Sporting Revolution (02)  Professional sports for women have been setting new records in interest and participation as well as gains in sponsorship monies.  This has resulted in an entirely new group of women who are role models and influencers setting a new paradigm for female strength and power.
  • *The New Neighborhoods (03)  It is likely that the time has come for a kinder, more sustainable, healthier way of living.  That is the basis for this trend that brings together models for digital infrastructure, regenerative resources, and social well-being.  IKEA’s SPACES10 project is one such example with lifelong, cross-generational living complete with public fitness facilities, urban gardens, and shared facilities and transportation.
  • Data Creatives (04).  These are the artists in all realms of the field who will assume the design and experiences of AI.
  • *Reframing Time(05)  We have entered an era of nonlinear sequenced, flexible, and open use of time.  The trend included in this report relates primarily to entertainment that you can access at any time, but a result of the trend includes nonlinear sequencing of life events, work schedules, etc.
  • Next Generation Superheroes (06).  The new super-heroes are likely to be female and transgender
  • Untabooing in the East (07).  The beliefs and behaviors of the East related to gender, sexual taboos,  and mental health are eroding.
  • Breakup Coaches (08).  The emotions generated by long-term relationships and relationships that become serious quickly are leading to the appearance of these individuals.
  • Taming Tech’s Influences (09).  Although not entirely due to the rage of political discourse, many purveyors of social media are attempting to tamp down the incivility of communication.
  • Into the Multiverse (10).  Time, space, energy, and matter will likely collide with one another and be merged.

Tech and Innovation (Trends 11 – 20)

  • *Protective Tech (11)  Americans are more stressed than ever  and products and services are responding by featuring the ingredients of products and other steps they have taken to reassure would-be purchasers.
  • *Anti-bullying Gaming (12).  The gaming world is often violent and toxic leading the gaming community to alter the games and their content and process to create more positive, safe, and welcoming places.
  • New Digital Communities (13)  The endless pursuit of collecting more and more friends has resulted in privacy and intimacy concerns.  Enter Close Friends and other apps where people can cut down on the numbers of friends and create smaller, more tight-knit, like-minded groups.
  • Sentient Tech (14)  The use of AI to detect people’s moods and emotions for the purpose of relieving stress and anxiety.  The Microsoft campus has ADA, a statue that responds to the moods of passerbys by changing to more soothing colors.
  • *Speed Control Entertainment (15)  Netflix claimed that Millennials have an attention span of 12 seconds and GenZers 8 seconds.  Talk about shortened attention spans and the world is accommodating it.  Just consider the successful app TikTok with its 15 second videos.
  • New Rules for Facial Recognition (16).  Fairly self-explanatory.  Where and when will this type of technology be allowed.
  • The Privacy Era (17).  Similar concerns related to all technology and how it undermines personal privacy.
  • Haptic Tech(18).  Why not reach out and touch someone?  Now you can as technology accommodates the sense of touch.  You will be able to shop online and touch the items you are considering and there are also products now available that allow you to physically connect with loved ones from a distance.
  • Navigating the AI Workplace (19).  Issues around how to help human respond to and interact with avatars and robots.
  • Menotech (20).  Reinvorgating life after menopause through technological advances.

Travel and Hospitality (trends 21-20)

  • *Biocontributive Travel(21).  It’s no longer enough to go with the mantra, “do no harm” now it is important to move beyond that and actively contribute to the environment.  One such example is the Oslo Airport in Norway that now has 100% renewable resources but also provides power for nearby neighbors.
  • *Gated Tourism (22).  trendSCAN predicted this years ago as it related to overly-popular national parks.  This involves limiting the number of people who have access to those destinations that are being over-run and, in some cases, closing certain areas to the public entirely. A renown rock in Australia has completely banned tourists in deference to the Anagua native community.
  • *Scientific Expeditions as Luxury Travel.  People who have been everywhere and done everything can now join scientific expeditions in remote places where they are trained to actually work on the project.
  • *Slow Travel (24).  Its likely part of the stress factor and the wellness movement but people including celebrities are now opting to take the slow way home or to destinations.  Going by train is the biggest example of this trend.
  • Farm to Plane Dining (25).  Fairly self-explanatory as the salad you are served on a plane comes directly from the local farms. Likely first class only.
  • *Legacy Preservation (26).  There are a number of historical and cultural sites and experiences that are under threat for similar reasons to “gated tourism’.  Indonesia has introduced a new membership system that limits contact or touring at certain sites.
  • *Social Stays (27).  The number of solo travelers continues to soar and along with the increased need to augment their stays particularly by hotels.  A hotel in London has incorporated such options by offerings experiences such as drawing classes with a famous artist or doga, yoga for the customer and the customer’s dog.
  • Elevated Airports.  People are more than tired of long security lines and poor food choices while waiting in airports.  Airports have now responded and are trying to augment these stays with more appealing aspects such as art galleries and music concerts.
  • *Disaster Proof Destinations (29).  Once again fairly self-explanatory as people are seeking destinations where their vacations will not be interrupted by storms or fires and that their accommodations are earthquake or hurricane resistant. 
  • *WELL Hospitality (30).  Of course, why wouldn’t the emphasis upon health and wellness make its way more fully into travel and hospitality.  This goes beyond smoothies for breakfast and is a designation given to a hotel or resort that addresses the 7 conditions:  air, water, nourishment, light, fitness, comfort, and mind.  

Brands and Marketing (trends 31 – 40)

  • *Gameinfluencers (31).  With the egaming industry predicted to reach $300 billion by 2025, brands are going to enter this market just as Adidas and Nike have already done.  Egame stars will become the new influencers.
  • Sonic Branding (32).  The ears will be added to the marketing mix as brands use sound to make consumer connections
  • *Singles Lexicon (33).  Make way for the age of singles.  Don’t call them “singles” but rather new terms such as self-partnered, conscious uncoupling, and sologamers
  • The New Super Creatives (34).  Gen Z (ages 13 – 22) have grown up digital and have aptitude with the tools to give them a powerful voice for causes they believe in.
  • Analog Renaissance (35).  What’s old is new again and with everything so digital analog products are making a resurgence due to nostalgia and novelty
  • Unbiased Interfaces (36).  Don’t be caught as Apple’s new credit card was with gender bias via its application.  Gender is being withdrawn from the general list of information required and some companies are actually promoting that they are gender neutral
  • Original Content Economy (37).  A YPulse survey findings that only 13% of 13 to 18-year olds watch content on TV.  73% view content on their phones, and only 18% view on cable.  The OTT (other than television) market is predicted to grow 10.3% a year reaching $23.7 billion by 2023
  • *Climate Positive Brands (38).  A whopping 90% of consumers believe that companies have a responsibility for people and the planet.  Brands are taking this into strong consideration.
  • *Unconventional Brand Action (39).  trendSCAN has been featuring organizations and products doing a 180-degree shift and this is clearly a trend.  For example, for five years in a row REI has been closed on Black Friday encouraging its customers to do neighborhood clean-up rather than non-stop consumerism. They have even published a list of conservation checklist for all 52 weeks of the year for people to pursue.
  • Asia’s Gen Z (40).   A shout out to this large and growing group of socially progressive individuals in China, Vietnam, and Japan

Food and Drink (trends 41-50)

  • Future Proof Recipes (41).  Recipes now focus upon reducing food waste and using sustainable ingredients.  Call it a “climate” diet
  • Anti-Instagram Interiors (42)  Restaurants that are toning down their bright and bold interiors to avoid the diners who focus more on picture taking than dining.
  • Solving the Surplus (43)  Companies and food purveyors are making concerted efforts to reduce food waste and one and done use packaging. 
  • Complex Cocktails (44).  Trendy single bars selling cocktails with 20 ingredients in them.  Multiple ingredients are the rage as evidenced by the W Hotel in Times Square that features an A – Z cocktail with ingredients from every letter of the alphabet.
  • *Transportational Interiors (45)  The exact opposite of a previous trend cited in this section as some restaurants and cafes create an edge for themselves by creating an elaborate interior that supports customers feeling as if they are in an exotic locale.
  • Biodiversity Dining (46).  There are over 300,00 edible plants in the world yet we in America primarily eat wheat, corn, and rice.  This is a trend by chefs to expose diners to the variety out there and attempt to save less popular plants.
  • Co-Cooking Kitchens (47).  Space in many areas is at a premium and the cost of kitchen equipment is pricey as well which leads to an opportunity for new entries in the world of cooking by sharing the space and costs.
  • *Sober Bars (48).  This trend has been cited previously in trendSCAN and reflects the small decrease in alcohol usage worldwide and the preference on the part of a growing number of people to not drink alcohol or to cut back on consumption.
  • Regenerative Farming Revolution (49). Prominent food brands are encouraging and even teaching farmers how to revitalize their depleted agricultural fields in a way to grow healthier crops
  • Hot New Ingredients (50).  Among the hot new ingredients are solein powder, watermelon seeds, and butterfly peas and they are all “hot” for their sustainability characteristics.

Beauty (trends 51 – 60)

  • Euphoria Makeovers (51).  Move over regular makeup as people are attracted to exceedingly bright colors and even gem-stone like adornments dialing up makeup as we know it.
  • Molecular Spas (52).  Luxury skincare products based upon an individual’s DNA
  • Transhuman Beauty (53).  The blending of human and science has led to the design of makeup and fashion for this newly merged group.• Skintellectuals (54).  Skin care products that are technically developed and precisely designed for individuals.
  • Menopause Beauty (55).  After hundreds of years, companies have discovered that women of this age still want to use makeup and fashion and will cater to attracting this group.
  • RL Filters (56).  A digital overlay so people can try out different makeup looks.
  • Skincare 2.0 (57)  Biological based app that features dosages and applications throughout the day.
  • Lash Out (58).  If brows were the thing, they are now going to be replaced by outlandish lashes.
  • Microbiome Beauty (59).  Products using the bacterial barrier that actually protects skin.
  • Blue Beauty (60).  Companies turning to the ocean for product ingredients.

Retail (trends 61-70)

  • Ethical Edits (61).  Stores increasing the emphasis on value-pricing and modifying their eco-system impact.
  • Anti-Excessive Consumers (62).  People are beginning to believe that buying less things is actually good for them and the environment.
  • AR(etail) (63).  Use of AR glasses and eventually contact lens to immerse the consumer into an expanded shopping experience.
  • Subscriptions Go East (64).  Leave it to Japan to greatly expand the concept of subscriptions to items such as cars and monthly wardrobes.• *New Shopping World (65).  Immersive, interesting retail -like environments to improve e-platforms
  • New Beauty Playgrounds (66).  Beauty bars and hair salons are going to take over many retail spaces featuring those beauty products .  People will stay longer and be encouraged to play with different types of products.
  • Uninterrupted Commerce (67).  Why see it online one place and have to move to another site for purchase. Instagram is just a click away from purchases and Google is offering similar options.
  • Death of Luxury Department Stores (68).  Gone is Barney’s and Henri Bendel as well as Lord & Taylor’s flagship 5th Avenue store.  New generations are not interested in the product lines they carry, the prices, or their attitudes.
  • *Next Gen Retail Spaces (69)  How can you tell retail shopping from attractive playgrounds?  You can’t.  Shopping venues are inserting attractive and desirable play spaces for children and encouraging the parents to come along.  Make the kids happy and the parents will follow.
  • Super-Connected Super Store (70).  Leave it to Alibaba in China to create seamless shopping experiences from online to offline with a community emphasis

Luxury (trends 71-80)

  • Retro Gaming Retail (71).  Upscale brands, i.e. Louis Vuitton and Gucci are interfacing with newer customers with games featuring vintage look and nostalgia.
  • Haute Horticulture (72).  Exotic and beautiful flowers are now being incorporated into fashion ware and statement pieces of culture.
  • *Jet-Set Pets (73).  We see them everywhere on planes and hotels now, but the upscale places are really rolling out the red carpet for these four-legged members of the family.
  • *Health Concierge (74).  Once again it is the luxury hotels and resorts who have health concierges who can recommend and secure out-of-the-ordinary experiences, i.e. body thermal images, sleep coaches, etc.
  • *Wellness Architects (75)  It might have started in medical settings such as the partnership by Delos of Asia and the Mayo Clinic with their Wellness Living Lab but look for these professionals to become popular for hotels and private homes.
  • Sensory Travel (76).  Mass distraction and the attention deficit leads luxury travel providers to engage as many of the senses as possible, i.e. signature scents, chime and gong bathing, to name a few.
  • Biodata Services.  With the advent of quick, advanced DNA analysis, high end consumers can expect to dine out on sushi specially selected to meet their unique dietary needs.  Imagine how it will influence dating?
  • Cannabis Concierge (78).  What to pick?  How to use it?  The confusing world of cannabis will become clearer with experts to weed through the hype and meet your unique needs.
  • *New Age Explorers (79).  People won’t be traveling just for the sake of a holiday.  A recent Travelzoo survey of its members found that 70% of respondents would pursue wellness activities and 83% look for the mental health benefit of travel while vacationing.
  • Vegan Hotels (80).  Forget about just vegan meals.  These high end hotels have included vegan approaches to staff uniforms, cleaning products, and electricity among others

Health (trends 81-90)

  • *Healing Fests (81).  One- or two-day events where the focus is upon social, physical, and emotional healing and well-being.  There was one held in the LA County Museum of Natural History using music.
  • Psychedelic Health (82).  John Hopkins has been given funding to start a center studying psychedelic methods and other brain research in an attempt to find alternatives for addictions, PTSD and Alzheimer’s.
  • *Fast Healing Spas (83).  People are harried with no time to get away and this creates an entry for fast healing spas.  Spaces and places where people can drop in to find peace and calm.  There is one in Hudson Yards in NYC that charges $6 for 30 minutes.
  • *Digital Spas (84).  Technology got you going non-stop.  How about using your phone as a respite and mini-spa?  There are now multiple apps that feature calm, meditation, and other restorative moments.
  • Genderless Periods (85).  With the shift to genderless descriptors terms such as “feminine” products and hygiene will disappear.
  • PH Balance Everywhere (86).  PH is a leading indicator of skin health and humans do have a great deal of skin.  There are experimental devices in process that track the PH of your skin through a patch that monitors one’s sweat.  This approach will help take care of our largest body part with ramifications for use with water and other things.
  • *Engaging Companionship (87).  Loneliness is not only a social issue but a public health challenge particularly with the increasing number of older adults who live alone.  Enter voice-activated robots that can provide companionship and even gentle reminders to take medicine, drink water, etc.
  • Big Tech Health (88).  Wearable technology is now being used to involve hundred of people with major health studies that were previously not possible due to the difficult of tracking.  We can anticipate major health breakthroughs in the near future.
  • Beyond Cars (89).  The U.S. was ground zero for the mass production of cars and the suburbs and fast food restaurants that followed.  Let’s get beyond cars.  A developer in Arizona is doing just that with Culdesac Tempe set to open next year.
  • Death Doulas (90).  Doulas assist at births and now they will do so at the end of life.  Funeral homes will feature end of life coaches and the VT Medical School already has a certificate program in place for ‘death doulas’.

Finance (trends 91-100)

  • New Faces of Finance (91).  Snoop Dog is the new face of the Swedish financial firm Klama as money collections takes on a new face and ways to promote payments.
  • Carbon Credit Card (92)  Imagine a credit card that will attempt to halt your further spending when you have reached your carbon limit.  Such cards are already in existence.
  • Data–The New Currency (93).  Data is now the new powerhouse of business and consumers are rebelling about this invasion of privacy.  More to come on this one.
  • Biometric Pay (94).  Why even bother to go cashless when you can use fingerprints to serve as your payment.
  • Financial Therapy (95).  There is a great deal of evidence that there is a relationship between stress and even suicide and financial issues.  The UK is now offering such therapy and the rest of the world is pretty much there as well.
  • Gen Z Finances (96).  Greenlight is a U.S. based debit card that strives to help parents, kids, and teens learn more about where their money goes and how to manage it better.
  • Single Spending (97).  More single people equate with more buying power and there are moves underway by companies trying to undue the intangible single tax, where there are not two incomes to divide the expense.
  • New Payment Gesture (98).  Go over to Whole Foods and use Orville.  With a wave of your hand your entire purchase is paid.  
  • Subscription-Based Insurance (99).  Over one-third of Millennials are members of some type of subscription and then the carry-over gets started.  Insurance is ripe for a subscription membership where consumers can choose to include car towing, mobile phones, and other aspect of their lives that are important to them.
  • Brand Payment (100) Move over traditional credit cards and make way for the Apple card and Uber money as brands takeover the business of finance


Pinterest – 100 Trends for 2020

Normally, Pinterest is not a site or source that trendSCAN would cite but since Pinterest has now surpassed Snapchat to become the third largest social media platform  it bears watching.  The other edge offered by Pinterest is that is provides great insight into peoples’ preferences and interests as evidenced by their actual searches.  This focus suggests it is time for it to be included.

Pinterest has identified 100 trends for the coming year and provides specific descriptors of actions/activities that led each of the trend identified.  

The complete listing of information that can not be featured within the confines of trendSCAN can be accessed at

The trends are organized into the following nine categories:

  • Beyond Binary (Gender Neutral)• Conscious Consumption (Sustainability)
  • Finding Balance (Health & Wellness)
  • Home Hub
  • Internationally Inspired
  • Responsible Travel
  • Rewilding
  • Space Everything
  • 90s Rerun

Beyond Binary

Have you noticed that the majority of babies are now given names that don’t specifically reference their gender?  That is part of this trend.  The search for gender-neutral options are growing.  Nurseries are now painted and decorated in a way not to reflect gender.  Whether it be clothing, events, or even official forms, this is an escalating preference especially for Millennials and GenZers.

Conscious Consumption

That’s correct.  Conscious consumption has replaced conspicuous consumption and it’s about time too.   A recent Nielsen study found that “81% of people strongly agreed that companies should help improve the environment”.  These trends have been monitored for searches within the platform.  The emphasis is upon using fewer things, sustainability, and limiting waste.

Search information as follows:

  • Protest posters - searches for climate change protest signs are up 5961%.
  • Low-waste living - tips on how to lead a low-waste lifestyle up 446%.
  • Thrifted home decor - searches for “thrifted” home decor ideas up 308%.
  • Solar light crafts- searches for energy-efficient designs like solar light crafts are up 427%.
  • Thrift store crafts- thrift store crafts ideas up 2276%.

Finding Balance

Yes, this would be the familiar ‘health and wellness’ category but shifting to a new angle.  Rather than focusing upon the more luxury facials and spa getaways, the shift is to creating a way of life where people can be more relaxed and stress free.  Imagine self-discovery journaling, ylang-ylang oils, art therapy, and social media detoxes.

Home Hub

Faith Popcorn identified ‘cocooning’ as a major trend decades ago but the advent of advanced and more economical technology and the perceptions of safety in public places is adding emphasis upon our preferences to make home the center of one’s existence.

Some of the searches for the following with increases 

  • Audio rooms- searches for the “ultimate surround-sound listening experience,” aka the audio room are up 803%.• Indoor water fountains - searches are up 917%.
  • Home theaters- home theater design ideas and tips up 368%.
  • Coffee stations - searches for home coffee stations up 751%
  • Homemade baby food- homemade baby food ideas are up 379%.

Internationally Inspired

As the world seems to get smaller and as we travel more internationally either in person or via TV and video, this trend carries over to purchases and preferences.  Some of those items searches for Spanish style bathrooms, Indian living rooms, French antiques, and Japanese soaking tubs.  It is also of interest to note that searches for Australian garden landscaping has increased 781%.  

Responsible Travel

Sustainability has reached travel pursuits as well.  People still like to go places, but they want to have less impact and a cleaner impact.  This applies to choice of locations, times to visit over-crowded sites and areas, as well as visiting less well-known spots. And their impact when exploring new places.

People are searching more often for train travel, zero waste travel necessities, eco-friendly travel, and agritourism. 

Pampered Pets

  • Pets have long become part of the family and the number of pets and the good things that come to them is just continuing to escalate.  Items and events such as pet clothing, goat yoga, prime food for pets, pet parks, and even Halloween and Valentine Day events for pets have been around for a while now.  There are now coffee houses which feature cats and the following percentages reflect the growing trend:
    • Searches for pet resorts up 260%.
    • Outdoor cat playgrounds- searches up 512%.
    • Dog toilets- searches for dog toilet area in gardens up 214%.
    • Goat playhouses-searches up 150%.
    • Pet memorials: searches for backyard pet memorials up 261%. 


If you’re even listening faintly, you can certainly hear this next trend – the call of the wild.  Nature is so popular and needed right now.  We spend such much time on technology, sitting in artificial and just plain sitting that going outside may well be the answer.  That’s the call of the wild, urging you to get outside. Nature is the perfect antidote to digital fatigue, artificial lighting and sitting culture.   

Everybody seems to know that nature can lower stress and make life better.  People are coming to realize that nature and outdoor activities are perfect environments for mastering skills

Take a look at these numbers:

• Lake fishing-searches up 274%.• Rockhounding-searches up 185%.• Bushcraft camping-searches for bushcraft up 1069%.• Outdoor bars-searches for outdoor kitchen bars up 2795%.• Outdoor play areas- searches up 550%. 

Space Everything

Space is back in a big way now and it goes way beyond the creation of a space force.  When private companies are experimenting and funding space projects, the recognition that this is a force to be brought to the forefront is evident.

The renewed popularity of astrology with a scientific side, party themes, logos, clothing, crafts and just about everything is included.  The STEM education emphasis fuels the fire as well.

90s Rerun

There are two generational groups who are fueling this trend.  The Millennials have arrived at that age of nostalgia and Gen Z has no recollection of the era at all making it attractive.  

The search numbers primarily related to clothing and accessories and  include:

  • 90s cartoons-searches for 90s cartoons are up 227%.
  • Hair clips-searches up 930%.
  • Y2K outfits: It’s not 1999, but searches for Y2K outfits up 669%.
  • 90s Streetwear is huge these days and searches for 90s streetwear are up 277%.
  • Scrunchies - searches for hair scrunchies are up 6309%!




trendSCAN is created by Dr. Ellen O’Sullivan for the California Park and Recreation Society.  Ellen welcomes your comments, questions, and feedback and can be reached at